Name Search & Selection Checklist
November 11, 2016 VELOCITY LAW, LLC BUSINESS LAW FIRM 5449 BENDING OAKS PLACE DOWNERS GROVE, ILLINOIS 60515-4456 nfallon@velocitylaw.com 630-963-0439 x 22 www.velocitylaw.com © Nancy Fallon-Houle, Attorney, 1998-2016 Name Search & Selection Checklist (To Pick Your Business Name, Tag Line or Product Name) I. Name Selection Process - How to Pick a Great Name (For Business Name, Product Name, d/b/a, or Tag Line) A. Pick a “Suggestive”, “Fanciful” or “Arbitrary” Name. “Suggestive”, “Fanciful” or “Arbitrary” names are best choice for available names and trademark-able names; Don’t pick “descriptive" names, as they are generally not trademarkable. Create a brand from a uniquely applied key word or words, rather than trying to describe what you do in your business name. Or add a "branding" word to the descriptive words; or a word that is suggestive of what the company does or the result of its service or product, or an allusion to, the service or product. 1. “Suggestive” word or combination of words. Alludes to or suggests the industry, product, service, positive result of the service or product, but that is not directly Descriptive. Or uses a term of art from the industry, a part or tool used in your industry; or uses innuendo or double meaning. “Federal Express”, “Think or Swim” (Options Trading Firm), LiquidPoint (Options Trading Firm), Spokes Bike Shop (bike shop); “Full Stack” (Tech Employment Search Firm covering the “full stack of back-end and front-end coders/designers”), “Great Wall” (Chinese Restaurant) or “MarchFirst” (web design and management Consulting; Rootstock Wine Bar (bar); Second Wind (used exercise equipment); Oasis Irrigation (Lawn sprinkler systems); “Triple Toe Skate Shop”, CleanCycle (laundrymat) “Soap Opera” (laundrymat) “Forget Me Not” (Florist), Slide Rule (Engineering); NetRoadShow (online securities broker-dealer firm), TripleNet (real estate investment) 2.
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